Coach’s First Ever Full Pride Collection Is A Celebration Of The Importance Of Visibility

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Luxury fashion house Coach release their first ever full collection for Pride - with donations going to key inclusivity organisations. 

With so much tragedy on our timeline right now, Pride - and it’s representation of the need for change - has never felt more needed. Pride month is now well underway and it feels significant that we're experiencing the 51st Anniversary of the Stonewall Riots as protests occur across the world against the injustices of police brutality, endemic racism and discrimination against those who feel other. 

In the wake of recent events, individuals - as well as global brands with a powerful online platform - are rightfully trying to become better allies to the Black community, as well as opening up the wider conversation and a commitment to giving visibility to those who have institutionally had none. 

Whilst feeds have been awash with performative marketing efforts, one such brand that has felt more authentic and genuine in their approach for some time is Coach. Whilst the CEO of Tapestry, the global house containing Coach amongst other names, has released a detailed description of what they are doing to aid the Black Lives Matter movement now and from now on, Coach’s Pride collection speaks of inclusivity on a more general scale. 

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“We C You,” is a campaign celebrating the LGBTQ+ community that advocates that every person should be seen as who they truly are regardless of sexual orientation, race or identity, and champions the house’s belief in authentic self-expression and inclusivity. In true Covid-19 style, the campaign includes a series of films shot on GoPro and smartphone cameras, directed remotely by New York-based director, photographer and activist Christelle de Castro. In the films, individual cast members speak as to what makes them feel seen, and underscore the importance of visibility during challenging times, and how to thrive no matter who and where you are.

It also features the house’s first-ever full cross-category range in celebration of Pride. Featuring Coach friends and family including Kim Petras, Rickey Thompson and Bob the Drag Queen, the collection is designed to be gender-inclusive, and features a treatment of the house’s iconic Signature in rainbow across t-shirts, sandals, jackets and the iconic Academy Backpack and Belt Bag. And yes, naturally, we want the lot. Even more so when the Coach Foundation makes donations to longstanding partner Hetrick-Martin Institute (HMI) - a non-profit organisation supporting all young people, regardless of sexual orientation, race or identity - as well as new partners GLSEN and the UK-based Albert Kennedy Trust as part of its LGBTQ+ Dream It Real initiative regardless of sales.

More About The Albert Kennedy Trust 

Whilst all of Coach's chosen partners are more than worthy causes, it's particularly good to see a UK charity get the recognition and contribution it deserves. AKT is the national LGBTQ+ youth homelessness charity in the U.K., providing safe homes and better futures for LGBTQ+ young people. Almost 25% of young people experiencing homelessness right now identify as LGBTQ+, and 77% of those cite rejection or abuse from their families as the cause. In the last 30 years, The Albert Kennedy Trust has provided over 250,000 nights off the street and supported over 50,000 LGBTQ+ young people at risk of or experiencing homelessness.


Bridget Hughes, Chief Program Officer of HMI reinforces the importance of visibility in order feel accepted: “LGBTQ+ youth who see positive images of LGBTQ+ adults are more likely to embrace and be proud of their LGBTQ+ identity. As an organization, at our root is the need to empower youth and this starts with celebrating our own community experiences.” And any retail brand that stands proudly with that sentiment gets serious snaps from us.

Find out more about Coach Pride

Discover our highlights from the Coach Pride 2020 Collection

Shop the full Coach Pride collection